Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Moderate to high level of selection of functional beverages spanning the Mid-level,<br />
from fruit smoothies to probiotic drinks, but largely concentrating on the center of<br />
the Mid-level, <strong>and</strong> placed in high traffic areas.<br />
Vitamins <strong>and</strong> specialty supplements<br />
Well-organized <strong>and</strong> fairly extensive selection of conventional vitamins <strong>and</strong> other<br />
common, non-specialty supplements.<br />
Moderate but highly visible selection of specialty supplements with in<strong>for</strong>mational<br />
features.<br />
Natural children‘s hygiene/toiletries<br />
Fairly extensive selection of natural alternatives (strong presence of Mid-level<br />
products, with a few Core products), integrated into existing product sets rather than<br />
apart from them in a special section.<br />
Natural home cleaning<br />
Solid selection of natural alternatives with strong presence of transitional products<br />
such as Clorox Green Works – Largely Mid-level products but some limited (but<br />
visible) presence of Core-oriented products.<br />
Natural personal care (skin, hair care)<br />
Strong presence of Mid-level products, with a few Core products, but largely<br />
avoiding more expensive, boutique-like br<strong>and</strong>s.<br />
NON-PRIORITY CATEGORIES<br />
Home lighting<br />
Like the drug channel (see above), grocery is not top-of-mind <strong>for</strong> consumers when<br />
they are thinking about lighting, <strong>and</strong> generally functions <strong>for</strong> smaller purchases of<br />
immediate-needs items.<br />
Accordingly, this category should not be prioritized; however, some level of more<br />
environmentally options should be present.<br />
H+W books, magazines, <strong>and</strong> education<br />
Grocery stores have many other solid, category-based opportunities that should<br />
precede this one. A small selection of H+W-related publications is appropriate.<br />
Entries here should be Mid-level in nature, with food-related publications as a<br />
priority.<br />
There is considerable potential benefit to grocery stores in presenting food-related<br />
publications near registers instead of the more typical pulp entertainment <strong>and</strong><br />
gossip-related publications. Food publications help rein<strong>for</strong>ce a store image as fresh<br />
foods-oriented <strong>and</strong> knowledgeable about food, the most important H+W category.<br />
Alternative toys <strong>and</strong> games<br />
This category is a strong draw in neither a mainstream nor an alternative sense<br />
within the grocery channel, <strong>and</strong> in light of this, we would place H+W priorities<br />
elsewhere.<br />
Specialty Grocery<br />
RANGE OF H+W APPEAL<br />
Specialty grocery tends to have its greatest heft in the middle of the Mid-level, <strong>and</strong> extends<br />
(though in much lesser measure) into the Core of H+W. This makes its optimal points of H+W<br />
emphasis somewhat different than its mainstream grocery sibling.<br />
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